Would you go to a concert taking place in a new venue you have never heard of, performed by a pianist you have never heard of, playing music that has not yet been performed much less recorded, written by composers you have never heard of? That was often the challenge when I was producing concerts in the Netherlands. How do I get people to come to these concerts?
Sometimes you have to step out of your comfort zone and embrace the unfamiliar. But the unfamiliar need not be uncomfortable. Without premieres of new works, we would never hear new compositions which challenge conventional repertoire and outlive the status quo to become masterpieces that pass the test of time.